When I went through my last rebranding a few years back, I wanted a vigorous rebranding program. I hired a talented team to collaborate and execute. The team consisted of; Ian Summers (Creative Coach), Partners Design (Design), David Samson (Copy), and Brilliant Graphics (printer).
We were all from different areas, the farthest being David Samson, who lives in LA. I felt I would get much more bang for my buck by bringing everyone into the same room for two days, so I flew David to Philadelphia. Samson stayed at a hotel in Philly and we drove to Partners each day, located in central PA. The drive took a few hours and we had time to talk about my new brand and bounce ideas around. David had spent quite sometime looking at my work and asked me questions about my creative approach, process and intentions. During the first days’ drive, Samson said, “Your photographs expand what is already there. It amplifies it. It is like Reality Amplified.”
I have been with my beautiful wife Loretta for twenty years. I love to tell stories when not telling them photographically. Loretta occasionally accuses me of “Moserization.” People who know me immediately know what she is referring to. I tend turn things up a notch or two for a good entertaining story. She accuses me of “Moserizing” for effect, for reaction. It only occurred to me recently, that “Reality Amplified” and “Moserization” are actually the same thing.
When I am hired to shoot a job, I will do everything in my power and budget, to create the best images possible, and to support the goal at hand — whether it be editorial, advertising or institutional photography. For example, dropping my angle to look up at the subject creates a feeling of heroism. Making skin tones bright and warm creates a feeling of health and youth. Hard light can make folks appear thinner or exaggerate the lines on their face. These are some of the tools I use to build on a photograph to tell the desired story.
In both cases, whether it is story telling in my personal life or photography for a client, I am using the tools available to me to get the point across. I see no difference, and I find it rather humorous that it has taken me this long to make the connection!